According to McDonald marketing planning is "a logical sequence of events leading to the setting of marketing objectives and a formulation of plans for achieving them."
(McDonald 2002 p56)
The complexity of marketing planning means that when organizations embark on it, they should expect to encounter a number of organizational, attitudinal, process and cognitive problems (McDonald 2002). This essay is an attempt to outline some of those problems, however it is beyond this essay to clarify all possible barriers in implementing a marketing plan. …
